A large advertising campaign will take the wines of Tenerife to Madrid in the middle of spring. For a month, from April 18 to May 15, a series of actions will be carried out in the Spanish capital with the product of the six appellations of origin from Tenerife as axis. From the promotion on the Golden Mile to the presence on the menus of the main restaurants in the city. It is announced by the Minister of Agriculture, Livestock and Fisheries of the council, Javier Parrilla, who reveals that it is the result of negotiations held a few days ago with Lavinia, one of the two companies in the country dedicated exclusively to distribution and marketing. The first Insular Wine Table of the year has marked the roadmap for 2022 which, in addition to this initiative, includes the global economic injection of 626,156 euros for the wine sector.
Javier Parrilla values ”the very low cost, that of a smaller contract, for the repercussion that the campaign is going to have”. He adds that “this company buys the bottles from us and they distribute them in stores or in some wine lists that they sell to restaurants. He remembers that” they have tasted 150 references of the six Denominations of Origin (DO) of the Island. The councilor values that “this year we will once again have fair Madrid Fusion The Wine Edition with a wine tunnel, a differentiated space on the front line”. The culminating moment of the promotion will take place there. Parrilla values, above all, “the unity when it comes to promoting wines with the diversity of each DO”.
Two way aids
The Wine Table has established two priority routes in economic aid. On the one hand, those directed at the vineyard traceability, a control that must be carried out by the Regulatory Councils for a value of 70,000 euros. The objective is to promote the activity of these agents “who operate in the achievement of certified quality wine production on the island”, especially in the harvest and vinification phases, “supporting supervision in self-control and traceability of productions” .According to the minister, “this facilitates compliance with the legislation applicable to grape and wine producers in Tenerife, and improves assistance and work systems for producers in the harvest and vinification phases, which is when viticulture requires the most help”, Parrilla abounds. In short, maintain and guarantee the quality of the DO.
landscape and quality
Another 100,000 euros are earmarked for producers to guarantee the sustainability in the landscape and the quality of the grape. The objective is to support those wineries that have an associated territory, in order to contribute to their maintenance. This second line of subsidy will be aimed at sustaining the territory and the economy of wine companies, providing them with funds to mitigate the effects of cost overruns in the production chain. In addition to helping them face the challenges they face due to climate change and foreign competition. The area of Agriculture, Livestock and Fisheries has also allocated an item of 456,156 euros for the recovery of agri-food products. Basically campaigns and other types of initiatives with the island’s wines as protagonists.
The councilor for the primary sector values: “The Cabildo has given a guarantee of stability to the island’s wine sector. The Insular Wine Board has studied the proposals for aid to the sector by the Cabildo and has closed the calendar of promotional actions for 2022 The ordinary meeting at the beginning of the year was attended by representatives of the DO Tacoronte-Acentejo, Valle de la Orotava, Abona, Ycoden Daute Isora, Valle de Güímar and Canary Wine Parrilla stresses: “This government group, chaired by Pedro Martín , has given continuity to the Wine Table, which we resumed in 2019 after five years”. Sentence: We have all the wine from Tenerife, its six denominations of origin and we are committed to quality.” “From the first moment I have taken the Insular Wine Table as a body for the active participation of the sector and of the island’s quality wine”, concludes Parrilla.
